The Challenge
Heartland is perhaps the cosiest Danish festival and combines the love for music, art and food. This year Volkswagen was present for the first time – presenting the 100% electric ID.Buzz.
But how could we drive traffic to the Volkswagen area? How could we engage the festival crowd and be perceived as much more than a car exhibition? And what should the area look like?
The Idea
Together with Volkswagen we came up with the flower power inspired “Peace, Buzz and Harmony” theme celebrating the iconic heritage of ID.Buzz. During the 3 festivals days thousands of people stopped by and enjoyed the calm surroundings … made their own flower wreath or bracelet … and took a very close look at the ID.Buzz.
